When the government and a private biotech firm recently announced that scientists had mapped out a working draft of the human DNA code, biotech was cast into a whole new
league of elevated consumer recognition. But for two key stakeholder groups - patient advocacy organizations and investor audiences - the milestone was old news.
Herein lies the latest challenge for biotech communicators. On one hand is a need to educate the newly-enlightened public about biotechnology's potential to cure chronic
diseases like cancer, multiple sclerosis and Alzheimer's. On the other hand, PR strategies targeting Wall Street analysts, pharmaceutical partners and medical researchers need to
become savvier. Because where there's success, there's bound to be more competition.
The industry's other big hurdle? No data. With all the promise that biotech holds, would-be investors and collaborators are craving something that is largely impossible to
deliver - successful medical outcomes. This is the biggest communication stumbling block for Genometrix, a provider of gene research services. "The industry is still in its
infancy when it comes to discussing concrete numbers on its [medical] benefits," says Bobbie Ireland, manager of marketing communications.
Sans the luxury of evidence-based results, Genometrix promotes the value of its DNA databases and gene therapy sequencing through face-to-face meetings with potential business
partners. Its main target: execs at pharmaceutical and biotech research firms - an audience that creates much of the demand for biotech services in the marketplace.
This foot-soldier approach appears to be working, as Genometrix has landed research grants from the National Center for Toxicological Research and the National Cancer
Institute, and recently partnered with Procter & Gamble Pharmaceuticals.
But getting and keeping the business requires intense handholding and figuring out where clients are on the biotech learning curve, Ireland warns. "For some in the
pharmaceutical industry, [gene research] is like figuring out the personal computer and all of the accessories...for the first time. They need to be consistently educated on how
gene discoveries will help them reach their business goals faster."
Engaging Patient Advocates
Patient advocacy groups such as the American Cancer Society constitute another audience with considerable clout. Their support is critical for clinical trial recruitment and
getting early buy-in from patients when new gene therapies hit the market.
Genentech is one biotech player that aggressively seeks input from patient advocates during its early-stage research initiatives. The company manufactures and markets nine
protein-based pharmaceuticals, including Herceptin, a breast cancer drug, and Protropin, a growth hormone for children. Discussing business goals up front gives advocacy groups
early access to research and establishes third-party trust. The strategy also helps Genentech set tough research parameters, says Jennifer Bryson, senior manager of advocate
relations.
This is one of the chief reasons Herceptin, approved by the FDA in 1998, didn't encounter any significant backlash from dying breast cancer patients who were denied access to
the drug during its pre-approval process (while some others were given access). Before it was approved, Herceptin could be used for a select number of fatal breast cancer cases
under the FDA's "compassionate use" policy. Genentech worked with breast cancer organizations to develop a fair distribution policy, and from 1995 to 1997, 700 people were given
the drug under collaborative guidelines. Later, when Genentech needed to recruit 350 women for its clinical trials, cancer organizations helped meet this goal within a few months,
says Bryson.
Although advocate agendas will inevitably clash with corporate goals at times, Bryson suggests being candid about which research areas are open to input. In Genentech's case,
advocacy groups are most often asked to lend support in areas such as clinical protocol design, clinical trial recruitment and educating patients on new drug therapies.
"As long as advocacy groups are given the impression that there are no hidden agendas, most conflicts can be avoided," says Bryson.
(Ireland, 281/465-5020; Bryson, 650/225-2742)
Biotech's Boon
On the PR career front, biotech is booming, says Dan Eramian, VP communications for the Biotechnology Industry Organization (BIO), an international trade association. "There's
a tremendous need for those who can explain the incredible benefits of biotech developments as the next generation of medicine in lay terms."
A recent study commissioned by BIO bears this out. Last year, the industry generated nearly 440,000 new jobs, employing more people than the toy and sporting goods markets
combined. Today, there are close to 100 biotech medicines on the market and another 350 are in late-stage clinical trials. And with significant progress being made in cracking
the code of the human genome, research and development timeframes for new drugs are on a faster track.
(Eramian, 202/857-0244)